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Mike Butcher         Editor, TechCrunch Europe         http://eu.techcrunch.com/about         mikebutcher@techcrunch.com  ...
News is a Purple Cow
News is about my title, mytraffic and my readers - not        your company
The fact that you exist is       NOT news!
The fact that you exist is       NOT news!
Want to make news? Join   the news agenda!
Conversations usually beat     press releases
NOTE ABOUT EMBARGOS Writers don‟t like them.   They‟d rather have       exclusivesCan you trust the writer to          hol...
PRs often say   LAUNCH BIG & WIDE!But often better to focus on  one trusted / influential  writer, or a few (but use diffe...
Negotiate before you shoot
Why negotiate? Here‟s why:
A day in the life of astressed tech writer.
INCOMING!!        Email         SMS      Voice calls      Skype / IMFacebook IM / Messages   Twitter @replies     Twitter ...
What I have on my plate on        most days: 3-5 News stories by 9am     4-5 Feature ideas   Write-ups from trips     Arra...
Then I get this:
“@mikebutcherHeyMike, we just  launched!”
So, for me to drop  everything and write  about you, your storyneeds to be BETTER than    everything else.
Answer: Unlikely.So – You increase youchancesby pre-briefingE.g. One/two line email: “Mike, we‟re doing X tomorrow/next we...
How DO you negotiate?• We want to offer you this as an exclusive• We’re either: Ready when you are, post  whenever you lik...
But put substance into the        first pitchAnd don‟t ask permission.       Just do it   “HeyMike, Wouldyou mind if I sen...
And: Get to the damn point! Mike, given your background, I thought you could be interested in talking to the founder of Fl...
Don‟t be a leech.Network. Get noticed.
Your launchparty is not news
Even better:      Great products       make news.A product that goes viral ismuch better „news‟ than a       PR release. S...
Be a great contact
Be a coolblogger, Twitterer, Gpluser!            (?)
In other words:MAKE some damn newsyourself!• Start a fight:e.g. Apple Vs Everyone
Understand who you are      talking to
Target the right title & the rightwriter:• Target influencers• National papers often followbig blogs like TC
Try to pitch to a writer in           personIf not, then add personality   to email pitch. Include        pictures/video
Be quirky, pitch with a secret wooden box!
The media likes talking to  the people in charge
Should you hire a PR firm?         Maybe.
PR firms = RelationshipsIntroductions do the same
One company in a space is  not (generally) a story
Don‟t be annoyed if you   don‟t get coverage400 emails a day, other news stories, just     busy, whatever. Shit happens.
Please pitch like a human
So What IS a Story?• Competition/Drama: “X will Kill Z”
So What IS a Story?• Competition/Drama: “X will Kill Z”• Gossip: “CEO/Company rumour…”
So What IS a Story?• Competition/Drama: “X will Kill Z”• Gossip: “CEO/Company rumour…”• Insight: “Trend X will change the ...
So What IS a Story?•   Competition/Drama: “X will Kill Z”•   Gossip: “CEO/Company rumour…”•   Insight: “Trend X will chang...
So What IS a Story?•   Competition/Drama: “X will Kill Z”•   Gossip: “CEO/Company rumour…”•   Insight: “Trend X will chang...
So What IS a Story?•   Competition/Drama: “X will Kill Z”•   Gossip: “CEO/Company rumour…”•   Insight: “Trend X will chang...
So What IS a Story?•   Competition/Drama: “X will Kill Z”•   Gossip: “CEO/Company rumour…”•   Insight: “Trend X will chang...
What should you send            the media?       It‟s all about saving the media time• LIST OF KEY BULLET POINTS FIRSTe.g....
What should you send us?       It‟s all about saving the media time• Press Release IN PLAIN TEXT IN THE EMAIL  (Do NOT sen...
To Summarize• Know Who To Contact• Create Relationships Before The Pitch• Networking and creating buzz will  help, before ...
DON‟T!•   Be insulting•   Give me your whole life story•   Send 100 bloggers the same email•   Don’t send me the same pitc...
DON‟T!• Don’t try to PR your company because  you want your dick to look bigger• Don’t be vague: Identify what you want  c...
And now a quick wordabout how to connect with        London
TechHub:Connect to London
TechHub beats expensive European           conferences:     Conferences: €500+ a day      TechHub: €428 a *year*There is A...
TechHub.com / @TechHub
Yes, but how do I get on  TechCrunch.com?
Mike Butcher         Editor, TechCrunch Europe         http://eu.techcrunch.com/about         mikebutcher@techcrunch.com  ...
Be a great contact
Be a great contact
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